ANALISIS EKUITAS MEREK HANDPHONE MEREK OPPO (Studi Pada Konsumen OPPO Store Kota Blitar)

The purpose of this study was to examine the dimensions of brand awareness, perceived quality, brand associations and brand loyalty in forming brand equity. The sampling method in this study was conducted by accidental sampling. Data collection was carried out by distributing questionnaires via google form with a total sample of 100 respondents, users and buyers of Oppo brand mobile phones. Hypothesis testing using confirmatory factor analysis test, second order normative hypothesis testing, Path coefficient. The results of this study indicate that brand awareness, perceived quality, brand associations and brand loyalty have a direct influence in shaping brand equit